Analysis: Micromanaging your data is a mistake

Marketers' tendency to "hover" over their campaigns will only stifle the ability of automated systems and data to identify opportunities, writes Jarvis Mak, a senior vice president at Rocket Fuel. "It's tempting to force a traditional way of segmentation and to begin with some answers already in place, but it's actually much better to use desired segments as a starting point for learning," Mak writes.

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